Our eyes are open to the stories we are told every day – the noise marketers make around us, no longer holds our attention. We know there is more to life choices Get clip of this show

Comcast video

Example 1: “Hillary Duff Diamond Ring” When Hilary Duff’s fiancé, NHL hockey player Mike Comrie, proposed with a $1 MM engagement ring, it made headlines, and ICE.com capitalized by using this opportunity to talk about the story and diamond engagement rings on SparkleLikeTheStars.com, of course linking back to our diamond rings and wedding boutique pages of our main site, ICE.com During the first 3 weeks, we ranked #1-#2 for most relevant keyword queries, and generated tens of thousands of visits to our blog, and thousands of visits to ICE.com We currently maintain first page visibility for most queries relevant to the story.

Transcript

1.
Marketing By the People, For the
People
Pinny Gniwisch
Chief Motivational Officer
www.ice.com

20.
People are using social mediaPeople are using social media
Social media sites are the fastest-growing category on theSocial media sites are the fastest-growing category on the
web, doubling their traffic over the last year.web, doubling their traffic over the last year.
o7373% of active online users have% of active online users have read a blogread a blog
o4545% have started% have started their own blogtheir own blog
o5757% have joined a% have joined a social networksocial network
o5555% have uploaded% have uploaded photosphotos
o8383% have watched% have watched video clipsvideo clips
Universal McCann’s Comparative Study on Social Media Trends, AprilUniversal McCann’s Comparative Study on Social Media Trends, April
2008. 17,000 respondents from 29 countries, *using internet at least2008. 17,000 respondents from 29 countries, *using internet at least
every other dayevery other day

26.
o ExperimentExperiment personallypersonally
before professionallybefore professionally
o Try aTry a varietyvariety of socialof social
media toolsmedia tools
o BeBe yourselfyourself, make some, make some
friendsfriends, and, and shareshare
Experiment with social mediaExperiment with social media

53.
Folksy “Isn’t Wal-Mart great” travel blog “Wal-Marting Across America” hits a reputation pot-hole when
unmasked as being paid for by company.
Social Relevance: Black eye for Wal-Mart amid accusations that it was trying to shift attention away from
criticism of its labor practices.
October 2006

62.
ZAPPOS – Customer service isZAPPOS – Customer service is
centralcentral
o Zappos, an online shoe retailer, makesZappos, an online shoe retailer, makes
customer service central with a focuscustomer service central with a focus
on “on “making personalmaking personal andand emotionalemotional
connectionsconnections.”.”
o Divert marketing budget to customerDivert marketing budget to customer
service (theyservice (they outsource marketing tooutsource marketing to
their customerstheir customers; they don’t outsource; they don’t outsource
their call centre)their call centre)
o Use Twitter to promote their brandUse Twitter to promote their brand
o Website displays anyWebsite displays any public tweetspublic tweets mentioningmentioning
of their brandof their brand
o CEO has over 400,000 followersCEO has over 400,000 followers
o 430430 employees on Twitteremployees on Twitter
o $1billion$1billion in sales last year and theirin sales last year and their
expanding into new product categoriesexpanding into new product categories

63.
o Think like aThink like a contributorcontributor,,
not a marketernot a marketer
o Consider what isConsider what is relevantrelevant
to the communityto the community beforebefore
contributingcontributing
o Don’t promoteDon’t promote youryour
product on every postproduct on every post
o Win friends byWin friends by promotingpromoting
other people’s contentother people’s content if itif it
interests youinterests you
8. Contribute in a meaningful way8. Contribute in a meaningful way

64.
o Don’t try to deleteDon’t try to delete oror
remove criticism (it will justremove criticism (it will just
make it worse)make it worse)
o ListenListen to your detractorsto your detractors
o AdmitAdmit your shortcomingsyour shortcomings
o Work openlyWork openly towards antowards an
explanationexplanation and legitimateand legitimate
solutionsolution
9. See criticism as an opportunity9. See criticism as an opportunity

65.
Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their
ordeal.
Social Relevance: Jet Blue understood how its reputation was being hurt online and so CEO David Neelman
quickly crafted a YouTube apology.

66.
BazaarvoiceBazaarvoice
““People are twice as likely to convertPeople are twice as likely to convert
when there is a negative reviewwhen there is a negative review
amongst the positive ones”amongst the positive ones”
Sam DeckerSam Decker
CMOCMO

67.
o Don’t wait until you haveDon’t wait until you have
a campaigna campaign to launch -to launch -
start planning and listeningstart planning and listening
nownow
o Build relationshipsBuild relationships soso
they’re ready when youthey’re ready when you
need themneed them
10. Be proactive10. Be proactive